Actions on ‘fresh’, ‘free range’ and origin claims show food marketing is always under the microscope

Recent actions by the Australian Competition and Consumer Commission (ACCC) against allegedly misleading ‘free range’ and ‘fresh’ claims, as well as an ongoing investigation into origin claims, are not just a case of history repeating itself, but serve as a reminder that food marketing is an enduring enforcement priority. This article provides lessons for food businesses to reduce their marketing risk, drawing from current and previous ACCC actions.